Most recent Summary Digital food Marketing sept 2021
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Cours
Digital Food Marketing
Établissement
Tilburg University (UVT)
Book
The Psychology of Food Marketing and Overeating
This is an really extensive summary of the masters course Digital Food Marketing written in sept/oct 2021. It includes all lectures (during block 1 of the year 2021/2022), guest lectures and reading materials. I also used all other summaries I could find, to make the most extensive one.
Week 1 2
Foreword & Introduction of The Psychology of Food Marketing and Overeating 2
Lecture 1 - Introduction Course and History of Food Marketing 3
Week 2 5
A1: Food marketing expenditures aimed at youth: putting the numbers in context 5
A2: Systematic reviews of the evidence on the nature, extent and effects of food marketing to children.
A retrospective summary 6
Lecture 2 - Mix of Food Marketing 9
Week 3 14
Chapter 1 Food marketing to young children 14
Chapter 2 Food marketing to adolescents and young adults: skeptical but still under the influence 17
Chapter 3 Children’s rights with regard to food marketing 22
Chapter 4 Regulations and their effectiveness 24
Lecture 3 - Effects of Food Marketing on Eating Behavior 27
Guest Lecture DR. Roel Hermans - Maastricht University - Leefstijl Lab 30
Week 4 34
A1: Introducing the PCMC model: An investigative framework for young people's processing of
commercialized media content. 34
A2: The differential susceptibility to media effects model 39
Lecture 4 - Theoretical understanding of Food Marketing I 44
Week 5 47
A1: Food advertising and eating behavior in children. 47
A2: Food marketing in the digital age: a conceptual framework and agenda for research. 50
Lecture 5 - Theoretical understanding of Food Marketing II 53
Guest Lecture Bob Peulen - Big Data & MAchine learning (Oracle/ Nielsen) 56
Week 6 60
Chapter 5 - Improvising advertising literacy and effectiveness 60
Chapter 6 - Empowering consumers to choose what they want: Toward behavior change in food
advertising environment 63
Lecture 6 - Advertising Literacy and Cognitive Processes Reducing Impact 65
Week 7 70
Chapter 7 - The promotion of healthy foods: a review of the literature and theoretical framework 70
A: Systematically testing the effects of promotion techniques on children’s fruit and vegetables intake
on the long term: a protocol study of a multicenter randomized controlled trial. 73
Lecture 7 - Healthy Food Promotion and Q&A 74
, Week 1
Foreword & Introduction of The Psychology of Food Marketing and Overeating
2 direct purposes to advertising:
1. To provide information to potential consumers about a product.
> Right to exercise freedom of speech
2. To induce positive feelings about a product so that potential buyers view it as attractive.
> Unconscious, subliminal level
4p’s of product marketing
- Promotion = advertising
- Pricing = discount and special offers
- Positioning = where it sits on a shelf or in a shop, as well as in comparison with other products in the same
market space
- Product = product itself, formulation, packaging
Restrictions to promotional marketing:
- Rights-based approach = people, primarily children, should be protected from commercially driven
inducements to consume (and over-consume).
- Children should not be considered rational consumers
- Risk-based approach = market has freedoms that should only be curtailed on evidence of harm.
The purpose of advertising is to shape consumer demand to match the supply, and it follows that if the supply
system is failing us, then action to control advertising is fully justified.
Introduction
● One of the most serious health problems is to make sure people eat healthy, but still food companines
advertise for energy-dense and nutrition-poor foods.
● Unhealthy food products are important factors of multiple chronic diseases:
○ Obesity is considered one of the biggest health concerns globally
○ Overconsumption energy-dense snacks ->> Obesity / chronic diseases / negative mental
well-being
● Food marketing is one of the main drivers for unhealthy food intake of people
● Marketing = includes activities and processes designed to communicate and deliver value to consumers
○ Advertising (e.g., through purchased media, such as television, internet, radio)
○ Earned media (e.g., social media marketing, influencer marketing, public relations)
○ Promotions
○ Retail strategies.
● Food marketing is in this book considered as the communication to the consumer through a range of
marketing techniques in order to add value to a food product and/or brand to persuade the consumer to
purchase the product and/or brand.
➔ Tries to add value (surplus value) to a certain food product in order to make sure that people have a better
attitude towards the food product, which could result in an increase of the chance they will purchase the
product
➔ Includes all activities that occur between the completion of a product through the purchase of a product
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